Featured Research

from universities, journals, and other organizations

Do consumers evaluate cell phones differently if the warranty is expressed in years or days?

Date:
November 14, 2012
Source:
Journal of Consumer Research, Inc.
Summary:
Different units can be used to describe product features, but what may seem a rather arbitrary choice may have profound consequences for consumer product evaluations, according to a new study.

Different units can be used to describe product features, but what may seem a rather arbitrary choice may have profound consequences for consumer product evaluations, according to a new study in the Journal of Consumer Research.

Related Articles


"Consumers find it easier to process information expressed in default units and attribute the positive feeling associated with easier understanding to the product itself," write authors Christophe Lembregts and Mario Pandelaere (both Ghent University).

Would you evaluate a cell phone differently if its warranty was expressed in days instead of years? Most consumers are more accustomed to seeing warranty information described in years rather than in days. So consumers find it is easier to process the information when a warranty is described in years instead of days, resulting in a more positive evaluation of the product. But why do consumers prefer standard units?

In a series of studies, the authors found that switching from standard to alternative units may negatively impact how consumers evaluate products. For example, a product with a warranty of 731 days was rated more negatively than a product with a warranty of 2 years, despite the fact that these warranties are equivalent.

However, this mainly occurred when a product was shown in isolation. When multiple products were compared, consumers focused more on the numerical difference between features. For instance, a warranty of 731 days may appear strange when you see it alone in an advertisement. But if you were to compare this product to others with warranties of 550 or 365 days, your focus would shift to the numerical difference between warranties.

"Consumers prefer to receive product information in small numbers, but also want this information to provide sufficient distinction between products. Default units strike an optimal balance between both needs by providing specific product information in rather small but accurate numbers. Because default units best serve these two purposes, they are more frequently used than alternative units," the authors conclude.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Christophe Lembregts and Mario Pandelaere. Are All Units Created Equal? The Effect of Default Units on Product Evaluations. Journal of Consumer Research:, April 2013 [link]

Cite This Page:

Journal of Consumer Research, Inc.. "Do consumers evaluate cell phones differently if the warranty is expressed in years or days?." ScienceDaily. ScienceDaily, 14 November 2012. <www.sciencedaily.com/releases/2012/11/121114113318.htm>.
Journal of Consumer Research, Inc.. (2012, November 14). Do consumers evaluate cell phones differently if the warranty is expressed in years or days?. ScienceDaily. Retrieved January 27, 2015 from www.sciencedaily.com/releases/2012/11/121114113318.htm
Journal of Consumer Research, Inc.. "Do consumers evaluate cell phones differently if the warranty is expressed in years or days?." ScienceDaily. www.sciencedaily.com/releases/2012/11/121114113318.htm (accessed January 27, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Tuesday, January 27, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

How Technology Is Ruining Snow Days For Students

How Technology Is Ruining Snow Days For Students

Newsy (Jan. 25, 2015) More schools are using online classes to keep from losing time to snow days, but it only works if students have Internet access at home. Video provided by Newsy
Powered by NewsLook.com
Weird Things Couples Do When They Lose Their Phone

Weird Things Couples Do When They Lose Their Phone

BuzzFeed (Jan. 24, 2015) Did you back it up? Do you even know how to do that? Video provided by BuzzFeed
Powered by NewsLook.com
Smart Wristband to Shock Away Bad Habits

Smart Wristband to Shock Away Bad Habits

Reuters - Innovations Video Online (Jan. 23, 2015) A Boston start-up is developing a wristband they say will help users break bad habits by jolting them with an electric shock. Ben Gruber reports. Video provided by Reuters
Powered by NewsLook.com
Amazing Technology Allows Blind Mother to See Her Newborn Son

Amazing Technology Allows Blind Mother to See Her Newborn Son

RightThisMinute (Jan. 23, 2015) Not only is Kathy seeing her newborn son for the first time, but this is actually the first time she has ever seen a baby. Kathy and her sister, Yvonne, have been legally blind since childhood, but thanks to an amazing new technology, eSight glasses, which gives those who are legally blind the ability to see, she got the chance to see the birth of her son. It&apos;s an incredible moment and an even better story. Video provided by RightThisMinute
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins